The Red Book App

China’s Super Community E-commerce Platform & Brand Discovery Place

Users in China thrive in a digital ecosystem unique to the country. Technological developments in China are way ahead of the rest of the world.Chinese are accustomed to using mobile phones and online platforms for tasks unheard of in the rest of the world. The number of internet users in China is growing exponentially, and so are the ways in which they use it.

One of the latest entrants in the Chinese social media ecosystem is The Red Book App, also referred to as RED or Xiaohongshu. It is a social media and e-commerce platform. This platform allows users to share product reviews, lifestyle stories, as well as creative short videos and photos.

China’s e-commerce market is expected to be worth $1.8 trillion Yuan by 2022, and fashion and luxury goods are deemed to have a large contribution to this growth. Especially with the saturation of Western markets and slowing down of sales due to the global pandemic, many brands are looking at China as a lucrative market.

Due to its many unique features, The Red Book app has become very popular for promotional activities by fashion, beauty, and luxury brands. Launched in 2013, the app has quickly become very successful in acquiring a large number of users. Now more than 30,000 brands have community accounts on The Red Book, including luxury brands.

This report gives an in-depth understanding of how this new digital platform functions, its main customers, and how fashion brands are using it to amplify their promotions and increase sales.


  1. Introduction to The Red Book
  2. The Most Popular Social Networks in China
  3. The Red Book’s Users
  4. Brands on The Red Book
  5. Launch Strategies on The Red Book
  6. Key Takeaways
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